One of the most profound trends in our industry is the green movement. But too often it remains behind the scenes in manufacturer investments and plant upgrades, or in research and development efforts that go unnoticed. Granted, these are not consumer facing initiatives, and, as a result, residential consumers are little aware of just how significant and how important these efforts are within the flooring industry.

That's a real shame because I think flooring is one of the most proactive industries and it has an enviable track record of environmental sustainability, and yet ours is a story that too often remains untold. Plant upgrades, better water utilization rates, reclaiming materials from waste — these may not be as sexy as a hybrid SUV but they are nonetheless important and significant.

The shame is that not only do these stories remain untold for the consumer, but for those of us in the industry as well. That is at least in part what inspired us at Floor Covering Weekly to develop our annual GreenStep Environmental Awards Program: to recognize those initiatives, to promote their efforts throughout the industry and to honor those whose environmental efforts stand out.

Now in its fourth year, we have done exactly that and I like feel the cadre of companies, and in some cases individuals, we have selected as winners are great examples of industry leadership and commitment.

But we need more. Sure, we've actually done a good job of educating the architect and design community. After all, it was many of them who first prompted, then required, our developing these green strategies in the first place. Nowadays, it is a required part of doing business with them.

But we can't forget about the consumer. We need to do more on that front. I've been telling whoever will listen that one of the more powerful ways to get the message out to the consumer is to reclaim and recycle old carpet and to inform customers that their old carpet — or vinyl, or laminate, or linoleum, or ceramic tile — is not going to find its way into the landfill but instead may find new life in any number of postconsumer or post-industrial applications.

It's not until the majority of retailers actively reclaim old carpet and flooring for recycling — as part of the sales process — that consumers will ever know we're serious about sustainability. Once we do that, we'll be able to point to all of the great products this industry has to offer that really are environmentally friendly and we will be able to do so with authority and with credibility.

The simple fact is that consumers don't know what this industry does or doesn't do. It's up to us to inform and educate them. Take a look inside this issue to see what actions and investments your suppliers are taking to make a difference. I think you'll not only be impressed but you're probably going to want to spread the word.